On Forbes.com, Kern Lewis offers advice on maintaining your brand in the internet age.
Consumers now have more control over your message than ever, says Lewis. He explains: "Marketing types are quick to lament that their customers, armed with and invigorated by the viral power of social networks, are in control of their brands. Kind of like inmates running the asylum."
However, Lewis argues that consumers have always been in charge of brand development; after all, they judge what a brand is worth on the basis of the products and services they need and what is available to them.
However, these days, the feedback comes much faster. As Lewis observes: "In the Digital Age, derelicts suffer a death by a thousand emails, blog posts and now the dreaded Twitter 'tweets'. The barrage comes hard and fast. It is infinitely easier to lodge a complaint on a web site than to wrangle on the phone with a customer service rep - if one even exists."
Equally, though, it is now possible to act on the feedback quickly and effectively. So it works both ways, and Lewis extols the following attributes in brand maintenance:
* Vigilance: Regularly surf the web to monitor mentions of your brand.
* Activity: Jump in if people are talking about your brand and get your message across, rebutting negative comments publicly.
* Honesty: If a mistake has been made, own up and give assurance that it is being dealt with and reaffirm your commitment to quality.
How To Maintain A Brand
Kern Lewis, Forbes.com, 15/05/09
